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Diversity of Journalisms. Proceedings of ECREA/CICOM Conference, Pamplona, 4-5 July 2011
this paper asks whether the structures of media organizations are characterized by
diversity or rather convergence. Since diversity is considered as one central criterion
for assessing media quality, research in this field is highly relevant (McQuail, 1992,
1995). By focusing on media organizations instead of content, this paper provides an
additional value to the field of diversity research.
The following findings are part of a three-year research project on journalism and
change in Germany. In accordance with Blöbaum’s heuristic of journalistic
organizations, roles and programs (1994), the study not only examined media
organizations (meso level) but also journalists (micro level) and media content. With its
triangulation of methods – the study employed four different methodological
approaches – the project comprises a sophisticated research design. Combining the
element of change with that of diversity; the paper analyses more precisely whether
alterations to the structure of media organizations have resulted in greater structural
diversity or whether these transformations have rather entailed similar developments
and thereby convergence. In other words: Does change foster diversity or similarity?
Furthermore, the paper presents findings about journalists’ opinions on the structural
transformation within the journalistic system.
The debate about editorial diversity is closely linked to the dualism of media: On the
one hand, mass media are economic organizations striving for profit maximization. On
the other hand, media are supposed to serve the so-called public interest. However,
not all content that might be popular and thus ensure economic revenue incorporates a
diversity of perspectives and experiences – a necessary condition for citizens to
participate in the political process (Blöbaum, 1992; Croteau & Hoynes, 2006, pp. 33-
36) As to the question of how to ensure media diversity, two opposing positions have
evolved. According to the free market approach, diversity is achieved through a free
market, rendering government regulation superfluous. In contrast, proponents of the
public policy model criticize that market deregulation has given way to unprecedented
levels of ownership concentration, causing a decrease in diversity of choice and access
(Iosofides, 1999).
In chapter 2 the theoretical framework of the paper is presented. The sociological
theory of social systems provides the theoretical reference for the research project.
Two subchapters that further elaborate on the ideas of journalism and change as well
as journalism and diversity are followed by chapter 3, which discusses the complex
methodological design. In chapter 4 selected findings are interpreted against the
backdrop of the question of media diversity. These include results on the introduction of
newsdesks and crossmedia cooperation. Finally, a conclusion sums up the most
striking results.
Theoretical Framework
The sociological theory of social systems provides the theoretical reference for the
research project “Change in Journalism”. The theoretical model is considerably inspired
by German sociologist Niklas Luhmann (1995a, 1997). Several scholars in
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